A media creative attribution method includes determining a response profile within an attribution time window, the response profile being a portion of a unique visitor (UV) curve associated with a website. In some cases, a shadow baseline analysis is run on every media creative that aired within an extended time window to determine whether to adjust the response profile. A total lift within the attribution time window is determined utilizing a baseline of the UV curve. A weight for each media creative that aired within the attribution time window is determined. Utilizing the weight, the total lift is allocated to individual media creatives that aired within the attribution time window. The allocated attribution can be utilized to generate performance metrics relating to the individual media creatives that aired within the attribution time window. The performance metrics such as cost per visitor can be visualized through a user interface or dashboard.
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3. The media creative attribution method of claim 1, wherein the attribution time window has a size of five minutes.
7. The media creative attribution method of claim 5, wherein the extended time window has a size of about 15 to 20 minutes.
10. The system of claim 8, wherein the attribution time window has a size of five minutes.
14. The system of claim 12, wherein the extended time window has a size of about 15 to 20 minutes.
17. The non-transitory computer readable medium of claim 15, wherein the attribution time window has a size of five minutes.
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April 11, 2022
February 13, 2024
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